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Old 06-03-2010, 12:02 AM   #1
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Ford to discontinue Mercury, increase Lincoln lineup.

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Ford Expands Lincoln Lineup; Mercury Production Ends in Fourth Quarter of 2010

June 2, 2010

Ford Motor Company made two significant announcements today. Ford is expanding its Lincoln lineup with seven all-new or significantly refreshed vehicles in the next four years – including its first-ever C-segment vehicle. Ford will end production of Mercury vehicles in the fourth quarter of 2010.
The Lincoln plan accelerates with more investment and attention on standout product design, class-leading technology and powertrains delivering top performance and fuel efficiency. Lincoln product development, marketing, sales and service resources are expanding as the brand aims to compete with Cadillac and Lexus in the marketplace.

In the fourth quarter of 2010, Ford will end production of Mercury vehicles to fully devote its financial, product development, production and marketing, sales and service resources toward further growing its core Ford brand while enhancing Lincoln. Existing Mercury owners will receive continued access to parts and service support at Ford and Lincoln dealers. Current Mercury warranties and Extended Service Plans will be honored. There will also be special offers available on new Mercury vehicles through the summer. Affected dealers to receive specialized support during the transition as the company continues its transformation to a more profitable dealer network.
Below is a transcript of the question and answer session with Fields.
The article, video, and additional details can be found here:
The Ford Story: Ford Expands Lincoln Lineup; Mercury Production Ends in Fourth Quarter of 2010
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Old 06-03-2010, 09:02 PM   #2
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

Yah I saw this on the news at work today...as sad as it is to hear Mercury go (under FoMoCo), it is good to see Ford being responsible and doing what's necessary...Mercury really was the lacking brand out of the 3.

Lincoln makes some really great cars, definitely getting to the pointof/if not already there to compete with Cadillac, Lexus, probably some BMW's and Mercedes if they devote more resources.
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Old 06-03-2010, 11:11 PM   #3
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

Man Im really sad I really wanted either a new Marauder based off the 2010 SHO or a Cyclone. But Damn.

Lincoln has had some great cars. Most of them were RWD too which is what Lincoln lacks. I feel that if Lincoln wants to beat the competition they need a solid RWD platform and not one that is based on the Mustang, A Lincoln only if I may. I tell you that the AWD MKS with the optional Eco-Boost is an wicked Euro fighter but we need at least one RWD performance sedan and or coupe, and this is coming from a suborn closed minded FORD FREAK.
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Old 06-04-2010, 06:53 AM   #4
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

its a smart move in my opinion. from a business perspective, mercury was doing nothing that ford and lincoln couldnt do. this will just make ford leaner and more competitive.
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Old 06-04-2010, 08:14 PM   #5
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

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its a smart move in my opinion. from a business perspective, mercury was doing nothing that ford and lincoln couldnt do. this will just make ford leaner and more competitive.
+1 The mercury milan was basically a Ford fusion with different badges, some different exterior pieces, and a slightly higher price tag. It's similar to Chevrolet and GMC (surprised they didn't let that branch go).

As you said, from a business perspective, it was the right move. Mercury and Ford have a different relationship than Ford and Mazda...
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Old 06-04-2010, 10:04 PM   #6
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

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+1 The mercury milan was basically a Ford fusion with different badges, some different exterior pieces, and a slightly higher price tag. It's similar to Chevrolet and GMC (surprised they didn't let that branch go).
I have never understand how selling the exact same vehicle under different brand names at similar price points was good business practice. Seems like you are just creating unnecessary competition with yourself.
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Old 06-04-2010, 10:57 PM   #7
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Re: Ford to discontinue Mercury, increase Lincoln lineup.

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I have never understand how selling the exact same vehicle under different brand names at similar price points was good business practice. Seems like you are just creating unnecessary competition with yourself.
There are honestly people who will buy a GMC Sierra, but not a Chevrolet Silverado...they swear up and down that the GMC is better made, and get this...the engine is way better, lol...I guess they forget that GM uses the same 5.3L in pretty much every truck that offers a 5.3
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